ICI seeks to move Dulux into football sponsorship

ICI is considering moving its Dulux paint brand into top-flight football, possibly through a shirt sponsorship deal.

Commercial director for trade Howard Luft says Dulux is “considering a number of options” on extending its involvement in football, which could include becoming a club sponsor.

“We’ve based a lot of our trade hospitality events around football. It’s a very good medium to target builders, contractors and painters,” says Luft.

He adds that football clubs have approached him in an attempt to seal sponsorship deals themselves.

It is likely that the company will stall before putting in a firm offer as sponsorship packages are likely to plummet as clubs get more desperate to tie up deals.

Last year Dulux launched a £10m campaign using the strapline “You find the colour; we’ll match it”. The ads, one of which features a woman straddling her boyfriend and finding the perfect shade with his belly button fluff, are airing on TV. Another features a school teacher yanking off the head of a plasticine model.

Abbott Mead Vickers.BBDO is the company’s advertising agency. ICI has also launched a website aimed at women and a viral campaign and game.

The ICI group is one of the world’s largest producers of paints. It has more than 50,000 products and over 200 manufacturing sites and offices in 55 countries.

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